Factors Affecting Brand Switching Behavior in Telecommunication: A Quantitative Investigation in Faisalabad Region
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Published:
Aug 11, 2020
Keywords:
Price, Brand Image, Value Added Services, Promotional Offers, Brand Switching
Main Article Content
Abstract
The purpose of the study is to investigate the factors effecting brand switching behavior of customers in the telecommunication industry of Pakistan. The study is conducted in Faisalabad city. A quantitative approach has been employed to measure the relationships between the variables of the study. Primary data was collected through a Questionnaire. The sample of 204 respondents were selected on the basis of convenient sampling. SPSS was used to record and compute data. The Regression analysis, reliability, and Correlation tests were applied in order to test research hypothesis. The findings reveal that price, brand image, network quality, value-added services, and promotional activities directly influence consumer switching behavior among youngsters. The outcomes of the research can help telecommunication companies in deciding what factors are more important to keep customers loyal and to discourage brand switching.
Article Details
How to Cite
Umair Manzoor, Sajjad Ahmad Baig, Muhammad Usman, & Muhammad Ibrahim Shahid. (2020). Factors Affecting Brand Switching Behavior in Telecommunication: A Quantitative Investigation in Faisalabad Region. Journal of Marketing and Information Systems, 3(1), 63–82. https://doi.org/10.31580/jmis.v3i1.1485
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References
References:
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Blombäck, A., & Axelsson, B. (2007). The role of corporate brand image in the selection of new subcontractors. The Journal of Business and Industrial Marketing, 22(6), 418–430.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
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Burt, S., & Mavrommatis, A. (2006). The international transfer of store brand image. Int. Rev. of Retail, Distribution and Consumer Research, 16(4), 395–413.
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Donner, J. (2007). The rules of beeping: Exchanging messages via intentional “missed calls” on mobile phones. Journal of Computer-Mediated Communication, 13(1), 1–22.
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Khan, M. M., & Fasih, M. (2014). Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector. Pakistan Journal of Commerce and Social Sciences (PJCSS), 8(2), 331–354.
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329.
Kouser, R., Qureshi, S., Shahzad, F. A., & Hasan, H. (2012). Factors influencing the customer’s satisfaction and switching behavior in cellular services of Pakistan. Interdisciplinary Journal of Research in Business, 2(1), 15–25.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128–146.
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Andrew, G., Arora, R., Bilmes, J., & Livescu, K. (2013). Deep canonical correlation analysis. International Conference on Machine Learning, 1247–1255.
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Bakhsh, M., Mahmood, A., & Sangi, N. A. (2015). An assessment of students’ readiness towards mobile learning at AIOU, Pakistan. 2015 International Conference on Information and Communication Technologies (ICICT), 1–6.
Basari, M. A. M. D., & Shamsudin, M. F. (2020). Does Customer Satisfaction Matters? Journal of Undergraduate Social Science and Technology, 2(1).
Bashir, M., Afzal, M. T., & Azeem, M. (2008). Reliability and validity of qualitative and operational research paradigm. Pakistan Journal of Statistics and Operation Research, 35–45.
Berry, L. L., & Parasuraman, A. (1991). Marketing services: competing through quality. Free Press.
Blombäck, A., & Axelsson, B. (2007). The role of corporate brand image in the selection of new subcontractors. The Journal of Business and Industrial Marketing, 22(6), 418–430.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
Bui, M., Krishen, A. S., & Bates, K. (2011). Modeling regret effects on consumer post?purchase decisions. European Journal of Marketing.
Burt, S., & Mavrommatis, A. (2006). The international transfer of store brand image. Int. Rev. of Retail, Distribution and Consumer Research, 16(4), 395–413.
Butler, A. C. (2010). Repeated testing produces superior transfer of learning relative to repeated studying. Journal of Experimental Psychology: Learning, Memory, and Cognition, 36(5), 1118.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687–1706.
Chen, C.-F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management & Business Excellence, 22(9), 957–974.
Chen, J. V, & Aritejo, B. A. (2008). Service quality and customer satisfaction measurement of mobile value-added services: a conceptual review. International Journal of Mobile Communications, 6(2), 165–176.
Chocho?áková, A., Gab?ová, L., Belás, J., & Sipko, J. (2015). Bank customers’ satisfaction, customers’ loyalty and additional purchases of banking products and services. A case study from the Czech Republic. Economics and Sociology.
Clow, K. E. (2016). Integrated advertising, promotion, and marketing communications. Pearson Education India.
Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of Consumer Marketing.
Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240.
Dennis, C., King, T., & Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty. International Journal of Retail & Distribution Management.
Donner, J. (2007). The rules of beeping: Exchanging messages via intentional “missed calls” on mobile phones. Journal of Computer-Mediated Communication, 13(1), 1–22.
Fader, P. (2020). Customer centricity: Focus on the right customers for strategic advantage. Wharton digital press.
Familmaleki, M., Aghighi, A., & Hamidi, K. (2015). Analyzing the influence of sales promotion on customer purchasing behavior. International Journal of Economics & Management Sciences, 4(4), 1–6.
Feng Jr, Y., & Zhang Jr, X. (2009). The impact of customer relationship marketing tactics on customer loyalty within Swedish mobile telecommunication industry. Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET).
Fetscherin, M. (2019). The five types of brand hate: How they affect consumer behavior. Journal of Business Research, 101, 116–127.
Funk, J. L. (2007). Solving the startup problem in Western mobile Internet markets. Telecommunications Policy, 31(1), 14–30.
George, D., & Mallery, P. (2010). SPSS for Windows step by step. A simple study guide and reference (10. Bask?). GEN, Boston, MA: Pearson Education, Inc.
Giakoumaki, C., & Krepapa, A. (2020). Brand engagement in self?concept and consumer engagement in social media: The role of the source. Psychology & Marketing, 37(3), 457–465.
Gil, I., Berenguer, G., & Cervera, A. (2008). The roles of service encounters, service value, and job satisfaction in achieving customer satisfaction in business relationships. Industrial Marketing Management, 37(8), 921–939.
Grönroos, C. (2000). Service management and marketing: A customer relationship management approach.
Haider, M., Rasli, A., Akhtar, S., Yusoff, R. B. M., Malik, O. M., Aamir, A., Arif, A., Naveed, S., & Tariq, F. (2015). The impact of human resource practices on employee retention in the telecom sector. International Journal of Economics and Financial Issues, 5(1S).
Haque, A., Rahman, S., & Rahman, M. (2010). Factors determinants the choice of mobile service providers: Structural equation modeling approach on Bangladeshi consumers. Business and Economics Research Journal, 1(3), 17–34.
Ho, S. Y., & Kwok, S. H. (2002). The attraction of personalized service for users in mobile commerce: an empirical study. ACM SIGecom Exchanges, 3(4), 10–18.
Huang, Y., Jennings, R., & Yu, Y. (2017). Product market competition and managerial disclosure of earnings forecasts: Evidence from import tariff rate reductions. The Accounting Review, 92(3), 185–207.
Israel, G. D. (1992). Determining sample size.
Jaafar, S. N., Lalp, P. E., & Naba, M. M. (2012). Consumers’ perceptions, attitudes and purchase intention towards private label food products in Malaysia. Asian Journal of Business and Management Sciences, 2(8), 73–90.
Jain, S., & Singh, B. (2019). Consumer behavior toward mobile phone handsets. International Conference on Innovative Computing and Communications, 61–69.
Jeffrey, R., & Doron, A. (2013). Cell phone nation: How mobile phones have revolutionized business, politics and ordinary life in India. Hachette UK.
Kerlinger, F. N., & Lee, H. B. (2000). Survey research. Foundations of Behavioral Research, 4, 599–619.
Khan, M. M., & Fasih, M. (2014). Impact of service quality on customer satisfaction and customer loyalty: Evidence from banking sector. Pakistan Journal of Commerce and Social Sciences (PJCSS), 8(2), 331–354.
Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329.
Kouser, R., Qureshi, S., Shahzad, F. A., & Hasan, H. (2012). Factors influencing the customer’s satisfaction and switching behavior in cellular services of Pakistan. Interdisciplinary Journal of Research in Business, 2(1), 15–25.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74(6), 128–146.
Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293–311.
Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction?loyalty link: mobile phone service in France. Journal of Services Marketing.
Luo, X. (2006). Examine the Factors Influencing Brand-switching: the Effects of Advertising and Promotion. Business School, the University of Nottingham.
Makwana, K., Sharma, N., & Arora, S. (2014). Factors Influencing Consumer Brand Switching Behaviour in Telecommunication Industry: An Empirical Study. Prestige E-Journal of Management and Research, 1(1).
Malik, M. E., Ghafoor, M. M., & Hafiz, K. I. (2012). Impact of Brand Image, Service Quality and price on customer satisfaction in Pakistan Telecommunication sector. International Journal of Business and Social Science, 3(23).
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
N’Goala, G. (2007). Customer switching resistance (CSR): the effects of perceived equity, trust and relationship commitment. International Journal of Service Industry Management, 18(5), 510–533.
Nandrianina Louis Pierre, R. (2020). The Effect of Product Feature, Price, Brand Name, Social Influence and After-Sales Service Toward Customer Purchase Decision of Smartphone in Surakarta. Universitas Muhammadiyah Surakarta.
Ng, S., David, M. E., & Dagger, T. S. (2011). Generating positive word?of?mouth in the service experience. Managing Service Quality: An International Journal.
Nysveen, H., Methlie, L. B., & Pedersen, P. E. (2002). TOURISM WEB SITES AND VALUE-ADDED SERVICES: THE GAP BETWEEN CUSTOMER PREFERENCES AND WEB SITES’OFFERINGS. Information Technology & Tourism, 5(3), 165–174.
Otto, A. S., Szymanski, D. M., & Varadarajan, R. (2020). Customer satisfaction and firm performance: insights from over a quarter century of empirical research. Journal of the Academy of Marketing Science, 48(3), 543–564.
Parthiban, N. (2019). THE EFFECT OF EQUITY INVESTMENT ON TRADERS AND ACTIVE CUSTOMER IN ICICI SECURITIES. Paripex-Indian Journal Of Research, 8(11).
Peng, L. Y., & Wang, Q. (2006). Impact of relationship marketing tactics (RMTs) on switchers and stayers in a competitive service industry. Journal of Marketing Management, 22(1–2), 25–59.
Polo, Y., Sese, F. J., & Verhoef, P. C. (2011). The effect of pricing and advertising on customer retention in a liberalizing market. Journal of Interactive Marketing, 25(4), 201–214.
Popovic, D. (2006). Modelling the marketing of high-tech start-ups. Journal of Targeting, Measurement and Analysis for Marketing, 14(3), 260–276.
Price, B., & Jaffe, D. (2011). The best service is no service: How to liberate your customers from customer service, keep them happy, and control costs. John Wiley & Sons.
Qalati, S. A., Yuan, L. W., Iqbal, S., Hussain, H. H. R. Y., & Zhenjiang, J. (2019). Quality of Services and Satisfaction of Customer: Mediated by Consumer Buying Decision. European Journal of Business and Management, 11, 12.
Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management.
Santouridis, I., & Trivellas, P. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal.
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